Celebrating India’s 71st Republic Day, Panasonic Lumix and C Lab, the entertainment and sports marketing arm of Dentsu Aegis Network India has empowered colourblind photographers with the #RightToColour through a specially designed viewfinder lens that helps to saturate and balance colour. Bringing the gift of colour, the digital campaign #RightToColour aims to promote equality by making everyone able to experience colours in the same way.
About 300 million people worldwide and 13 lakh people in the country suffer from some degree of colour blindness and this impacts their everyday life depending on the severity. While somebody with normal vision can identify 150 hues, a colour blind aspirant can distinguish only as many as 20 hues. However, in recent times, technology has created innovations that can transform the everyday experiences of the physically challenged. Keeping this belief at the core, the #RightToColour campaign showcases the struggles of colour blind photographers, while narrating true life experiences of an Assam-based photographer, Hizol Chodhury who wishes to see his photographs as the world sees them. The film highlights how Hizol has to rely on his team for colour correction and saturation of his work and the challenges he faces in the personal and professional life. Panasonic Lumix and C Lab makes his wish come true by giving him the right to colour through a Lumix camera fitted with a customized viewfinder, that saturates and balances pixels to allow colourblind photographers to see colours just like everyone else. The film captures the sheer happiness and confidence that this innovation has given Hizol, as he feels connected to his work like never before.
Talking about the campaign, Mr. Shirish Agarwal, Head, Brand and Marketing Communications, Panasonic India said, “Nearly 8% of people in India suffer from some degree of colour-blindness, there only dream is to be able to see the world as we all see it. Through this campaign we wanted to bring alive the spirit of Republic Day by enabling those affected with the right to colours. Technology has always been at the core of our business and #RightToColour serves as a remarkable example of how innovative solutions can improve the lives of our customers.”
Mr. Haresh Nayak, Group MD, Posterscope – South Asia, said, “At C Lab we believe in creating solutions that enhance a consumer’s experience and subsequently, their lives. This builds brand advocacy and loyalty. Every time we work on a project, we are enthralled to see how technology is bringing solutions that one could only dream of. Our effort to bring colour back into the lives of colourblind photographers is an example of what technology can do.”
Adding to this Mr. Gurbaksh Singh, Chief Creative Technologist, DAN Innovations Lab, said, “We researched around the deficiency and found a simple solution to solve this problem – a special viewfinder for the camera. This allows a colourblind photographer to see the frame in rich vibrant colours before the shot is captured, subsequently boosting the confidence to capture the subject being photographed. There’s a huge community of colourblind photographers in India and this technology is a testament to their dedication and passion.”
Talking about the Lumix, Mr. Sandeep Sehgal, Business Chief, Imaging Business Group, Panasonic India & SAARC, said, “Lumix as a brand celebrates photography as a medium to enable both the photographer and the subject to break away from any limitation and express themselves freely. Through this campaign, we are delighted to bring the gift of colour to colour-blind photographers. We are committed to making a difference by empowering people through our technologically advanced offerings and this is a testament to the same.”